Opozycja swój ͵ obcy w wizualno-werbalnych metaforach publicystycznych
Friend – foe opposition in visual and verbal journalistic metaphors

Summary/Abstract: Based on covers of weekly magazines, it is easy to notice that the focal point of mass media isconflict situations. Their comments lead to the polarisation friend – foe, which is expressed bythe visual and verbal presentation of the world of politics.Despite the fact that the visual and verbal repertoire, which allows the positive evaluation offriends and negative evaluation of foes, is quite plentiful, clean paƩ erns in portraying individualsare noticeable. Foes are aggressive, unpredictable, menacing, rapacious, dishonest and, at thesame time, determined to build their positive image in order to attract new voters. Friends,in turn, are the victims of stalkers and their actions (the target of their aƩ acks) and the long-awaited (true) saviours.Magazine covers evidence social divisions and simultaneously consolidate and developthem, being an element of a relentless struggle to win audience and voters. This is because themarketing (attracting readers’ attention) and political (uniting the audiences against specifiedantagonists and around the figure of the depicted hero) aspects are of great importance here.

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